On Sunday, Gumtree South Africa launched their latest television commercial which will kickstart and form part of a greater integrated campaign, Gumtree Me, Please!.
After winning the above-the-line business in July, Ogilvy & Mather Cape Town was at the helm for the 30 second spot, produced by Carbon Films with visual effects and animation done by Black Ginger. The TVC depicts the frustration felt by your everyday household items at sitting around the house, going unused, forcing them to eventually act out and make the demand of their owner, “Gumtree Me, Please!”.
“We wanted to take a unique perspective on quality, unused items – the perspective of the items themselves,” explained Alison Hingle, Associate Creative Director at O&M CT. “They were made to be used and are highly frustrated when they aren’t. This gives us scope to turn the items into fun and entertaining characters, acting out their frustration until they can be given a better home, via Gumtree.”
The TVC will form part of a fully integrated campaign that will roll out over the coming months, including digital, traditional PR, social media, a competition mechanic as well as online media support.
Claire Cobbledick, Marketing Manager at Gumtree, explains the client need: “Gumtree is South Africa’s largest online classifieds website and already a household name but we believe that there are lots of South Africans still to be converted to the simplicity of selling unused goods and making extra cash.” She continued, “We love the really fresh approach of persuading users from the unused and unloved items perspective and think this creative angle is both convincing and impactful.”
To view hundreds of thousands of ads and learn more about South Africa’s largest online classifieds, visit www.gumtree.co.za.